According to the results of the latest wave of its Tourism Barometer, most travelers say that sustainability is important in post-pandemic tourism, while almost half say that the current model for destinations in Spain is too crowded and needs a complete overhaul. For this reason, BRAINTRUST, a consulting firm specializing in the tourism industry among other sectors, has decided to expand its value proposition throughout the destination ecosystem to help them access European funds that will enable their transformation and repositioning within the Plan for Tourism Modernization and Competitiveness of the Secretary of State for Tourism.
For Angel García Butragueño, director of the area and Co-Director of the Tourism Barometer, "Tourism will undergo a new transformation after the COVID-19 pandemic, in response to a new type of traveler who will reward sustainability. We are heading towards a new era, where the State Secretariat's Tourism Sustainability Plan makes more sense than ever to evolve the Spanish model, and we believe that we can be of great help to all companies, and especially to tourist destinations, in redefining the tourism that each city wants in the future. Destinations should not now seek to break tourist records every year as was customary, but rather think about what model they want to offer, attracting higher-value travelers who appreciate what they have to offer, respect their tourism capital, and enrich local populations socially, economically, environmentally, and territorially. Travelers have dictated the path for the future; they want responsible tourism that survives fads and remains over time as a catalyst for the economy, culture, and society. And BRAINTRUST can help destinations offer them that.
More than half of Spanish destinations need to rethink their model, which is based on mass tourism.
BRAINTRUST reveals in its latest Tourism Barometer survey that 45% of Spanish travelers believe that destinations in our country are overcrowded and have a mass tourism model that is far from the much-desired sustainability, a primary objective for 75% of tourists.
The BRAINTRUST study clearly shows that travelers believe destinations should take advantage of this pause in the COVID-19 crisis to convert to a more respectful type of tourism, which also takes residents into account, in line with the premises set out in the Modernization and Competitiveness Plan of the Secretary of State for Tourism, which will provide European funds for this purpose, transforming our tourism capital to remain global leaders in a post-pandemic world.
Travelers have stated that, since COVID-19, sustainability will be one of the main factors influencing their vacation travel decisions. This gives destinations the opportunity to reposition themselves around this concept in their future strategic plans, allowing us to establish short-, medium-, and long-term plans.
Sustainability at the heart of decision-making: Galicia, Asturias, Cantabria, and Andalusia lead the way in sustainability
In its latest Tourism Barometer survey conducted in June 2021, BRAINTRUST shows how important sustainability is for Spanish travelers, an aspect that will be an essential selection parameter in the future when choosing a destination.
By region, Galicia appears to be the most sustainable destination for Spaniards, followed by Asturias, Cantabria, and Andalusia. At the opposite end of the spectrum, Murcia, Madrid, Aragon, and the cities of Melilla and Ceuta appear to be the least sustainable destinations for Spaniards.
A value proposition for times of recovery and restructuring
Among its value propositions, BRAINTRUST offers other services such as Strategic Tourism Plans, Marketing and Communication Strategies, Sustainable Tourism Observatories, Research on Co-Governance Models, Design and Launch of Tourism Products, Studies on Coexistence and Resident Opinion, Digitization Strategies, and Analysis of Opportunities and Seasonal Adjustment Policies, among others.
Its clients include the World Heritage Cities Group in Spain and its 15 cities, the city of Ibiza, and the city of Toledo, where it has worked with local councils to develop strategic plans to address a new era and reposition these cities toward a new model of tourism with the goal of socio-economic, environmental, and territorial sustainability.
BRAINTRUST was already working in all sub-segments of the industry, including airlines, hotels, transportation, technology, leisure, travel agencies, and tour operators, which make up its customer base. Now, it is doubling down on the tourism industry, reinforcing its value proposition and expanding its range of destinations under the leadership of Angel García Butragueño.
According to José Manuel Brell, Co-Director of the Tourism Barometer and Partner responsible for industry at BRAINTRUST: "Never before has tourism had the opportunity to evolve with the support of public institutions and funds from the European Union. It is our mission to continue supporting this sector, which is so important for the Spanish economy, in order to strengthen its capabilities in the face of a new era where sustainable tourism will be a path of no return. Once again, we are demonstrating our commitment to the recovery and change of cycle in the industry, and no one better than Angel García Butragueño, a leading expert in transformation, for this new venture. There are many initiatives being carried out by destinations at this time, but helping them with their short-, medium-, and long-term strategic approaches has become part of our brand DNA. At BRAINTRUST, we believe in, live by, and work for the sustainability of tourism.
BRAINTRUST joins the Smart Tourist Destinations Network as a collaborating member
BRAINTRUST, in line with its strategy to support the sector, joined the Smart Tourist Destinations Network last June, where it will share its knowledge and experience with the other members of the Network.
